As the education policy landscape shifts toward a system of outcomes-based accountability, evaluation and research have grown increasingly vital. This is especially true for for-profit education firms, which must overcome skepticism, scrutiny, or even outright hostility in a field that has long been suspicious of the profit motive and where the bottom line is directly influenced by public perceptions of effectiveness. This paper describes how these for-profit organizations view evaluation work, what they choose to focus on and why, the assets and capabilities they bring to the work, and the challenges they face. It also explores the question of how to encourage transparency and rigor in the evaluation practice of private enterprises while allowing them to do what they do best--innovate and attract investment. (Contains 35 notes.) [For "Crossing to the Dark Side? An Interview-Based Comparison of Traditional and For-Profit Higher Education. Private Enterprise in American Education. Special Report 4," see ED531225.]